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DEMAIL, Industry news provided for you by DEMA - Wednesday, September 8, 2004

Why It Is Important to Credential Attendees at DEMA Show 2004

Over the last few weeks during meetings with Retailers in eight different cities, one of the most frequently made comments was that DEMA had allowed too many unqualified attendees into the trade shows in the past.In spite of ejecting over two hundred persons from DEMA Show 2003, it seems that others still managed to slip through and get onto the Show floor.This, of course is bad news – unqualified diving consumers on the Show floor may inadvertently get access to confidential information, including wholesale price lists.

Under the Show structure currently sanctioned by the Board of Directors, DEMA feels very strongly about its commitment to making the DEMA Show a “professionals only” marketplace.This year we have implemented tighter controls on procedures including those for obtaining “Buyer” credentials.While some attendees may feel that these extra measures are an inconvenience we think that the end result, having only qualified attendees at this year’s Show, supersedes this added step in the registration process.

According to Tom Ingram, Executive Director of DEMA, “we have implemented these procedures to ensure that exhibitors see only the highest quality attendees, and that equipment retailers do not encounter their customers buying products and services off the Show floor.While our efforts may reduce the total number of people that attend DEMA Show 2004, it will significantly increase the ratio of serious buyers to overall attendees.The DEMA Show is, above all else, a place for business to be conducted.”

In addition to these added measures, DEMA will also scrutinize those that enter the Show each day.Every person will be required to pass their badge through a scanner at the Show entrance.This will verify when a specific individual has entered the Show and will make it possible to more easily verify attendance numbers.Data collected from this process will also help DEMA and the Industry understand attendee habits while at the event.

Here is what DEMA is doing and how you can help to make DEMA Show 2004 a better place to do business.

What can exhibitors do?

While some exhibitors may disagree with the “professional only” policy currently in force, until the parameters of the Show change (by vote of the Board representing the DEMA membership), consumers are not permitted to attend the show.Make the Show better for business by only inviting those that are qualified to attend.

DEMA suggests that price lists not be displayed in the open.Understanding that some exhibitors use price as a competitive advantage and display it prominently in their booths, DEMA suggests, where possible, that wholesale price lists should only be made available to those that are qualified as “Buyers.”

What can retailers do?

If you’d like to do the most business possible we’d advise you not to invite your “best customers” or dive clubs - if they get access to travel or equipment pricing they are likely to use it against your operation.

Schedule appointments well before the show opens.Non-professionals are likely to schedule appointments after they arrive at the show, and it will be tougher for them to schedule bogus appointments or take up valuable time if legitimate attendees have already scheduled time with their vendors.

Please be understanding of the registration process and the requirements for attendance.DEMA does not wish to create any additional inconvenience, and appreciates your cooperation in bringing or sending in (before deadlines) all appropriate credentials required for entry.

What is DEMA doing?

To start, DEMA implemented tough requirements for show entry, and even tougher requirements for buyer designation.In addition, DEMA has put in place a registration process that involves checking every attendee’s credentials.Credentials can be sent in ahead of time as part of pre-registration, or brought to the show, but everyone must be checked in order to qualify for entry.

For Buyer Designation the following qualify as appropriate credentials:

A photo ID (driver's license, photo diving certification card or similar) along with any of the following;

Copy of business license with name of retail business under which the buyer registers PLUS business card; or

Tax ID# along with the name of the retail business PLUS business card; or

Wholesale invoice from a diving equipment manufacturer with name of the retail business (quantities and pricing may be blackened out)

Dive Store Staff

A photo ID (driver's license, photo diving certification card or similar) along with any of the following;

Copy of business license with name of retail business under which the staff registers PLUS business card; or

Tax ID# along with the name of the business PLUS business card; or

Invoice from a diving equipment manufacturer with name of the retail business (quantities and pricing may be blackened out) PLUS business card